Shopee Blackpink advertisement: https://www.youtube.com/watch?

v=fFZYOmbjeVo
Analysis
In creating an advertisement within the scope of Indonesia, what needs to be referred is the
Indonesian Advertising Code of Ethics (Etika Pariwara Indonesia) and also the Consumer
Protection Law.
This Shopee advertisement is published in the television as the media in which there are
several requirements that should be complied. First the material of the advertisement that is 100%
similar can't be publicize continuously more than 2 times. Second, in case of the advertisement
used the scene that can't be consumed by children it needs to display the disclaimer that parent’s
guidance is needed. This advertisement however, doesn't show parents guidance as disclaimer to
sexual content.
In this case shopee also used blackpink as the role model of the advertisement, however
Blackpink is not considered as brand ambassador since they did not promotes the product and it is
only a scene where BlackPink performs dance, therefore the requirements that brand ambassador
need to use the product does not applies in this case.
Concerning with the regulation of the appearance of women which is BlackPink in this
case should comply with the regulation in which it can't discriminate, exploits, and objectify
women thus creating a perception of discrimination the nature, rights, and dignity of the women.
Shopee advertisement already complied with this requirement
Shopee advertisement has also been deemed by Komisi Penyiaran Indonesia that they
themselves has violated the ethics of anti-pornography in the commercialization of advertisement.
Shopee has shown significant amount of women body without censored thus resulting in
pornography appearance and erotism and are against the culture and norms of Indonesia.
Shopee advertismenet in this case provided a 12x times promo of free delivery free and
also also cashback of 120%. According to EPI in providing discount and promotion is being
regulated in point 4.8.1 Advertisements regarding sweepstakes, contests, or direct prizes that invite
consumers to participate, must clearly and completely mention the terms of participation, validity
period and date of drawing, as well as the type and number of prizes offered, as well as the method
of delivery. In this case there has been a clear percentage of the promotion which is 120%
cashback, however the term and condition and the giveaway of the cashback hasn’t been explained
yet. Moreover, regarding the time period of giving the prize and promotion should be given at
maximum of 6 months and can't exceed that period of time. The announcement of the lottery
should also be published later regarding who will be the winner later on.
Shopee also publicize this advertisement in several social media such as Instagram and
Facebook. According with EPI there need to be several terms that should be applied, which are:
 If the products targeted adult audience, it is mandatory to prevent access from under 21
years of age.
 The products can't use personal social media to display commercial advertisements, unless
previously stated clearly that there is an element of commercial advertising.
If the Shopee advertisement that is done in social media is a pop up advertisement it can't
prevent the user of social media in accessing and interact with the said social media. Or in other
words, the advertisement becomes the requirement to access the social media. This can happen but
only with an exception that the advertisement warning has already been informed.